Importance of Content Creation VS Curation in Digital Marketing

“Content is the King.” Yes. We all have heard this phrase over and over and over. 

The new era of including content in your digital marketing brings with it more of a tactical focus in seeking to help audience growth, generate new leads, spread brand awareness, and uplift the brand image on a larger scale.

28% of B2B marketers & 30% of B2C marketers say content marketing contributes to business goals. – Content Marketing Institute.

The dilemma lies in differentiating content creation and content curation. Content Creation is the process of creating your own content from inception and marketing it to your audience. While, Content Curation is the process of gathering existing information like blogs, or social media posts relevant to a particular topic and sharing it with your followers, everything as a subset of social media marketing and management.

3 Benefits of Content Creation for Digital Marketing

Brand Awareness

Your content is a reflection of your brand. The content that you create will give a voice to your brand. It will tell the story of your brand to your potential customers.

45% of a brand’s image can be attributed to what it says and how it says it, according to Bop Design.

What fuels the relationship with your target audience is effective engagement. Hence, quality content and relevancy are to be considered as a principle. Be creative to relate to your target market and aims towards success for your digital marketing strategy.

Drive Quality Traffic

One of the most essential roles of content marketing is to inbound traffic to your digital marketing efforts. One way to drive the attention of your readers or followers towards your website or services that you provide is to contribute to the guest publishing portion. Do so on a relevant, authoritative site with high traffic, and a single guest post could earn you thousands of new visitors to your site.

Content creation is a very powerful way to promote your expertise, niche, and/or unique selling proposition. It is hence necessary to include the right call to action for the audience to engage with your content will be more likely to visit your website.

Become A Thought Leader

We all have somewhere quoted iconic thought leaders like Richard Branson (Virgin) Steve Jobs (Apple) or Elon Musk (Tesla). These personalities have set a high bar of thoughts with consistent efforts. Virgin content will make you stand out. Hence, it will let you march to become a thought leader where your content will speak for you.

3 Benefits of Content Curation for Digital Marketing

Build Relationships

As per the report of Curata data, global leading marketers use a nice blend of 65% created content and 25% curated content.

Including content curation as a part of digital marketing will ensure a strong relationship with your audience. If you share relevant content written by influencers along with the credits, chances are your audience will understand that better and in a broader way. 

Your followers will be able to recognize the content, therefore, making it more relevant and relatable for your audience. Content curation breaks the barrier, helps in establishing an impactful introduction, and build a robust online relationship with the influencers.

Influence Marketing

Curated content from high-quality third-party sources helps you develop go-to web resources that improve your credibility and trustworthiness as an impartial authority on your topic. The content writers will appreciate you sharing parts of it on your online platforms, assuming you give them proper attribution as a result of content curation.

Gain Industry Knowledge

Content curation challenges content writers to provide their own thoughts on trending topics. The game does not end when you share an article via a link. The best practice is to give it a credit for why you are sharing justifying the readers’ time and attention. You may even include your personal experiences or how you might approach a similar situation differently. 

The digital marketing landscape is constantly shifting and merely sharing an external link won’t aid your content marketing strategy. You will need to provide some information and hence, research the content that you are about to share.

This will not only ensure you an increase in industry knowledge, it will also ensure your audience about how impactful your brand is. By curating content, you can share the knowledge of the original writer as well as your insights on the same. This will help your followers to better understand the message you are trying to convey to them.

A Couple of Use cases of Content Creation & Content Curation


Netflix leverages content creation with their original programming. The popular Netflix web series House of Cards, or the documentary called Making A Murderer, are great examples of content created by Netflix.  

Netflix also specializes in content curation by finding and licensing great content that was developed by other production studios (Sherlock as an example).

The Huffington Post

Create, contribute, and collect— the perfect combination of three ‘C’s represents a strong content mix that has a significant impact on the popularity of The Huffington Post. It has been one of the best examples of content curated websites, having incorporated the philosophy of creating some content, inviting guest bloggers for some content, and gathering links and articles from the web.

We’d love to hear your thoughts on the same.

Keep creating & curating the content!!

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